Facing the challenge of China’s super fickle millennials, Alibaba’s leading C2C online marketplace, Taobao, has made a strategic effort to connect with this demographic online. In this report, we look to see how Taobao has structured their social media to engage the unique identity of the China’s younger millennials born after 1990s – the posts-90s.

The C2C giant bravely redefined the way they presented content to this demographic, moving the brand in a more consumer-focused, interactive and creative direction.